Sports Shoes Enterprises Aim At Fitness Business Opportunities And Build Brand Golden Triangle

November 21st, this is a special competition, not held in professional sports venues, there are no full-time athletes, players from different. industry Sports fans. Just one piece. T-shirt A pair of light running shoes and a pair of sports pants, extremely simple equipment, can make more and more people have the pleasure of sports and leisure at any time and anywhere. Today, sports competition is gradually taking off the coat of high consumption, and has been transformed into a mass entertainment movement.

These new sports gradually develop from mass preference to a public activity with the characteristics of being free from site restrictions and adapting to urban life. At the same time, many sports brands have also recognized this change. These so-called new projects are essentially the movement of the masses, and they can attract public participation and concern. This point reflects the broad direction of future sports: sports belong to everyone, and the essence of sports is national fitness. This can bring unlimited development space for many sports brands. It's not just clothes and shoes on your feet. Nowadays, many sporting goods brands in China also want to occupy your hands, your mind, your heart, and even yourself. brand Charm has turned some of the less known sports into a trend among the masses.

　 National fitness business opportunities unlimited

Only popularization can truly large-scale industrialization. Because sports, in addition to the needs of specialization, and the pursuit of a sense of life and fashion. Nowadays, more sports brands are seeking more and more breakthroughs in the light of the needs of consumers. Sports do not go to special places. What they need is a spirit of sport, a good way to relax and keep themselves in shape. Moving out of their homes is a sport.

As early as 2000, China's national fitness program began to focus on implementation and gradual promotion, and started after 2010. The tide of "national fitness" is near. With the quickening pace of life and the improvement of national health consciousness, the pressure of releasing the stress continues. The national fitness program can provide "endless inexhaustible" marketing opportunities for many sports brands. After all, because of the constraints of time, place, personnel and so on, major competitions will become scarce resources. Even powerful enterprises may not be able to enter the "home market" competition. Besides, those small and medium-sized enterprises without huge financial strength do not have the general brand of sports resources.

From specialization to lifestyle and fashion, more and more sports brands are enjoying the development of this increasingly hot path. market Opportunities. The slogan of mass movement is becoming louder and louder. In order to win more consumers, some sports brands expect to attract more attention in style and fashion besides technological improvement. Even some sports brands are beginning to get involved in the sports industry and consider the need for mass sports.

In the field of life sports, Xi De Long is the earliest brand. At present, China is in a historical turn from competitive sports to national fitness. People will have a brand new understanding of sports, and sports will gradually be accepted in a sunny and healthy way of life. Public participation in sports will be more yuan, more free and more free. Consumers will put forward new demands for sports shoes and clothing, not only to meet the needs of free movement at any time and anywhere, but also to meet the requirements of fashion and comfort in daily wear. He made a layout for the new definition of sports, the mode of movement and the demand for sports equipment. The concept of "Life Movement" is used to summarize the sports culture under the trend of national fitness. The core of national fitness is life movement.

In order to better interpret the concept of life movement, hendaurus reshaped the brand and joined the "public fitness campaign" public welfare activities, through a series of exchange experience activities, to enhance the fitness consciousness of the masses, and form a good environment and atmosphere for advocating fitness, participating in fitness and pursuing a healthy lifestyle in the whole society. {page_break}

For this reason, Lin Shui pan, President of Xi De Long (China) Limited, said that fitness for all is a lasting power for the development of China's sports industry and a new direction for the development of sports brand. Xi Long has been actively supporting the promotion of the national fitness program. As a new brand of China's national sports, Xi Long has an obligation to promote the social responsibility of promoting national fitness. Through such activities, Xi De Long strives to build a brand culture system with "Life Movement" as its orientation and "freedom first" as its core demand, so that more people can share the fruits of sports development and share the happiness of sports and fitness.

Coincidentally, noble birds advocate getting happiness from fitness activities. In sports shoes and clothing industry, the good bird has always advocated the idea of "sports happiness" and applied it successfully to brand positioning. The idea of "sports happiness" is fully permeated into the public life. Happiness is the essence of sports. For this reason, there has been a successful sport such as the nationwide runaway. It has broadcast TVC tennis articles and table tennis articles, all of which are competitions between non professional athletes and professional players. Fully embodies the core essence of mass movement: enjoying the national sports and enjoying the happiness and health brought by sports.

Anta brand in the same city is also actively adhering to the social responsibility to promote the national fitness campaign. In June 18, 2011, the twenty-fifth Olympic Day Long Campaign sponsored by the Chinese Olympic Committee and sponsored by Anta was co operated in 9 cities such as Beijing, Xiamen, Shenzhen, Dalian and Haiyang. 9 cities linkage, ten thousand people long distance run. As a strategic partner of the Chinese Olympic Committee, Anta is rooted in the Chinese mass market. It has been vigorously supporting the development of China's Olympic cause for many years, spared no effort to promote mass sports and fitness programs, and called for more people to participate in the national fitness program.

At the same time, as a professional comprehensive sports brand, Jordan sports has attached great importance to running sports over the years. He strives to help everyone in the spirit of "surpass himself" through the help of the Lanzhou marathon race, and to integrate into everyone's life, so that more people can participate in sports, release passion, enjoy the pleasant feeling brought by sports, and love life more.

At the same time, there are more brands such as XTEP, Kang Tai, Tutu and so on.

　 "Good mouthpiece" for national fitness

In fact, in the field of sports shoes and clothing, there are few brands that can truly take the professionalism movement. Even like Lining, it is also a popular brand to enter the specialized market. In other words, there is no brand at specialized sports level. The essence of the return movement is actually tracing the movement of domestic sports brands from the specialized field to the mass market. Driven by the fashion, leisure market trend, consumer aesthetic return and the pursuit of comfort of materials, sports shoes enterprises need to return to the essence of sports.

Although business opportunities are unlimited under the trend of nationwide fitness, for many sports brand enterprises, the road of national fitness campaign needs more innovation. Those short-term, follow the wind, irrational behavior ultimately bring huge risks to the enterprise. When the popularity of the field becomes more and more enterprises rush to the top, sports brands must remind themselves that they have to make their own characteristics when they want to do so.

　　 Brand Golden Triangle

For sports brand, Golden Triangle is the core of mass sports and brand value. In contrast, the brand of foreign sports shoes and clothing already has a more profound historical accumulation, such as Nike and Adi, has been trained to cope with the changing market. The shoe and clothing enterprises in China can easily create a brand in a short time, which makes the brand's awareness and ability to resist market risks less. Therefore, enterprises should have a forward-looking sense, make scientific decisions in combination with their own advantages, and develop corresponding brand strategies according to their own strength. In contrast, the mass market can expand the brand influence of sports shoes and clothing, but without the leadership position of high-end professional field, it can not open up the situation in the mass market. {page_break}

Only by making clear the brand advantage that matches the brand can we promote the healthy development of the interior.

Charlie, deputy general manager of marketing, said: "if a brand wants to rush ahead in the market competition, we must first understand its advantages and then go hand in hand in five aspects: brand building, product development, channel upgrading, management innovation and ideology, so as to maintain market advantage."

In today's times, information technology is developing at a high speed. Transparent information and fast dissemination, it is not easy to maintain a permanent blue ocean in any competition area. The brand that surges into the mass market should be advertised in the field of becoming popular to differentiate its position and form its own line. Often this is the original intention. There is a big gap between the actual operation and the original idea.

Especially in Fujian shoes and clothing enterprises, the planning and integration of an enterprise including terminal, image, publicity and other aspects can not be fully implemented before implementation. In fact, it is often the first step to take the second step and more steps, rather than the pragmatic style, rather than the problem of positioning. The characteristics of South Fujian shoes and clothing enterprises make enterprises suffer from risk to a certain extent, but the adverse effects of slow market feedback are also coexist, leading to the development of regional brand. At present, in the mass line, many sports brands are crossing the river by feeling the stones. There are common channels and price levels in the competitive brands of the same industry. At this point, the importance of positioning and the importance of gradual verification by the market are self-evident. The most important thing for a brand to do is to adapt the brand concept from the consumer's life, adjust the brand slogan with the times, arouse the resonance of consumers, and let consumers remember the brand purpose.

　 Jump out of products and make products.

Brand management must have a solid foundation. Market competition, who walks fast and good foundation, who has the advantage of difference. The core is to have unique products with unique selling points.

In Fujian sports shoes and clothing industry, many popular sports brands, including some of the brands that live in the second and second tier positions, have a fatal weakness in the mass line. In other words, products in every field involve, but there are no really top-notch areas.

The main reason for this phenomenon lies in the research and development ability of the products. Fujian sports shoes and clothing enterprises still lack strong independent research and development capabilities, and the situation of OEM copying is very large, causing the whole industry's products to become homogenous whirlpools. Even some enterprises are restricted by their horizon, and believe that their products are good in the region, they can be applauded in larger markets, but their advantages are unknown.

The enhancement of product R & D capability is always an urgent task for Industry and brand. After all, the product that ultimately reaches consumers is the carrier of close contact with consumers. And consumers must be traced back to the source - products. The number of consumer groups is huge, and every brand is really a great project to penetrate the consumer level. It costs a great deal of cost and goes through a long period of time. Ordinary brands still do not have the strength to truly achieve, and can only rely on past experience. And strong brands have more advantages, they will meet consumer demand on products, and even guide consumers through product extension.

According to van der's marketing director Chen Wuchao, van der brand seeks products based on products, such as its healthy shoes, which are oriented to groups that are standing longer. In order to go deeper into the subdivision of consumer groups, after a product development, the company made a market survey, and found the correct direction from the consumer's reflection problem, which is more popular. Accordingly, we must make adjustments so that products can be maximized and group oriented to consumers. From the source of the product, we also strengthen the guidance to consumers at the terminal. Through video playback planning, tell the characteristics of such products - easy walking and physical fitness, which is widely recognized by the market.

　 Marketing is the key.

On the basis of good products, popular marketing is inseparable from good marketing. {page_break}

The most prominent feature of national fitness is popularity, which is fundamentally different from that of sports elite. There is no official support, no luxury facilities, no world-class athletes and referees, and few attractive bonuses and gold medals, or even a mass of news media. But the national fitness program is the closest to the common people. This is the best stage for enterprises to establish a people-oriented image of the people.

Gathering enough ordinary people to participate and form a large scale can form enough communication effect. For national fitness marketing, we must first identify the right points. It is obviously impossible to organize a sport or activity that concerns everyone. Only by finding the match between the brand's advantages and sports activities can we do what we can afford. Avoid increasing operating costs, resulting in ineffectiveness. Therefore, sports marketing in the national fitness program should find the most suitable participants for the enterprise and brand, minimize the marketing cost and maximize the value.

The marketing of national fitness also needs to find the characteristics. For many sports brands, especially small and medium-sized brands, they can only be sold in a certain place or city. The marketing activities in such a limited area should fully integrate the local characteristics of the marketing area, explore the connotation of regional culture, arouse the greatest enthusiasm of the participants, and allow the limited investment to be fully applied to the region and city, rather than magnifying too much, so as not to waste resources.

Of course, there may be some unexpected events in the marketing process of national fitness, and we need to fully consider ahead of schedule in order to prepare for contingencies.

　 Occupying the minds of consumers

Looking at the consumption market of sports shoes and clothing, it is not difficult to see that nowadays the minds of consumers are becoming more and more mature, and at the same time, a more complete brand concept has also been formed in the industry. Market integration is strengthened and information is accelerated. Consumers' perceptions and fashion are different from previous ones. After satisfying the material needs, spiritual pursuits are also gradually heating up. At this point, who can quickly seize the minds of consumers, and be able to quickly gather their own consumer groups in this market.

Occupy the minds of consumers, the industry in the first "Happy Sports" of the birds, relying on the original advantages of resources, increase the intensity of integrated marketing, hand in hand with the multi-media communication platform, enhance communication with target consumer groups, and gradually occupy the hearts of consumers "one pole" position, so that "sports happy" brand concept is deeply rooted in the hearts of the people.

Nowadays, when the sports footwear industry is becoming more competitive, the essence of enterprise competition has already fallen into the competition for the limited mental resources of customers. The competition place in the information age is launched in the minds of customers. In fact, any successful brand has a piece of land in the mind of the customer -- mental resources.

Only customers have the core competitiveness, only customers can create enterprises. When a brand occupies a certain mental resource of the customer mind, we can say that the brand owns customers. Because when customers produce relevant needs, he will first think of the brand. After that, enterprises can keep pace with the times and keep control of this resource through continuous innovation.

The preoccupation of mental resources is essentially a new era of enclosure movement. There are many "35 years" phenomenon in domestic enterprises. One of the main reasons is that enterprises lack the consciousness of "mental resources". Therefore, brand management can not be realized, but only in product management and shouting slogans.

The popularity of the national movement is accompanied by fierce competition. In the road of popularization, enterprises must seize the mental resources. They must truly be people-oriented, pay attention to the quality of fitness, and advocate a more healthy and civilized way of life, so that people can benefit from conscious fitness activities. In a word, the mass movement enterprise only completes the registration in the mind of the customer, and scramble for the brand to compete for a mental resource as soon as possible, that is, rapidly making the brand a synonym for a certain category or characteristic. This is the most important core asset of the enterprise.